While smoking rates have declined in some parts of the world over recent decades, the use of alternative tobacco and nicotine products such as e-cigarettes and vapes is surging. Alternative tobacco and nicotine products and flavours - which could play a role in helping smokers quit tobacco - are being exploited to hook new generations or keep smokers in a cycle of unnecessary, potentially harmful, addiction. What’s more, these new nicotine products are sold for recreational use and overtly target young people who likely never touched a cigarette before. They may perceive them as safe, or even harmless. They are neither.

We tapped into the expertise, trusted opinions, and deep knowledge of leading healthcare professionals (HCPs) in the smoking cessation field. Their insights offer a first-hand look at the current landscape and complex health challenges the profession is confronting. Their perspectives provide viewpoints on the evolving impact tobacco and nicotine usage is having on public health, society, the economy and the environment.